creating your social media presence - creating your social media presence ... web site facebook...

Download Creating Your Social Media Presence - Creating Your Social Media Presence ... Web Site Facebook Increase

If you can't read please download the document

Post on 03-Jun-2020

0 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • High Impact Online CommunicationsHigh Impact Online Communications

    Creating Your Creating Your Social Media PresenceSocial Media Presence

    These training materials have been prepared by AspirationThese training materials have been prepared by Aspiration

    These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5 These materials are distributed under a Creative Commons license: Attribution-ShareAlike 2.5

  • IntroductionsIntroductions

    Matt GarciaMatt Garcia

    Director of Communications & TrainingDirector of Communications & Training

    matt@aspirationtech.orgmatt@aspirationtech.org

    Jessica SteimerJessica Steimer

    Nonprofit Technology SpecialistNonprofit Technology Specialist

    jessica@aspirationtech.orgjessica@aspirationtech.org

    AspirationAspiration

    NonprofitNonprofit

    Helps nonprofits & organizations use technology better for their Helps nonprofits & organizations use technology better for their missionsmissions

  • IntroductionsIntroductions

    Hello!Hello!

    NameName

    OrganizationOrganization

    What you're hoping to get out of todayWhat you're hoping to get out of today

  • Our GoalsOur Goals

    Explore the importance of social media in Explore the importance of social media in reaching online audiences and their appropriate reaching online audiences and their appropriate usesuses

    Learn some basic workflows for common social Learn some basic workflows for common social media tools that you can use in your workmedia tools that you can use in your work

    Demonstrate a process framework for Demonstrate a process framework for coordinating social mediacoordinating social media

    Answer your questionsAnswer your questions

  • Today's AgendaToday's Agenda

    We're going to talk about:We're going to talk about:

    Using social media as a toolUsing social media as a tool

    Compare common online Compare common online communications toolscommunications tools

    Social media workflows Social media workflows

    Construct a process to organize and Construct a process to organize and coordinate your organizational coordinate your organizational communications communications

  • First ThingsFirst Things

    This training is envisioned as a dialogThis training is envisioned as a dialog

    Please ask questions early and oftenPlease ask questions early and often

    Especially if we use technical jargon of weird vocabEspecially if we use technical jargon of weird vocab

    Make it valuable for you!Make it valuable for you!

  • What is Social Media?What is Social Media?

    Online platforms that enable users to Online platforms that enable users to communicate, share, and collaborate with communicate, share, and collaborate with friends, friends of friends, even strangersfriends, friends of friends, even strangers

    Social Media (YouTube, Flickr)Social Media (YouTube, Flickr)

    Sharing digital contentSharing digital content

    Social Networks (Facebook, Twitter, LinkedIn)Social Networks (Facebook, Twitter, LinkedIn)

    Having conversationsHaving conversations

    The lines blur :^)The lines blur :^)

  • What is Social Media Today?What is Social Media Today?

    Conversations with people Conversations with people onlineonline

    SocialSocial media media

    Made for people, not Made for people, not organizationsorganizations

    It's not going to work perfectlyIt's not going to work perfectly

    Not your virtual megaphoneNot your virtual megaphone

  • Advantages of Social MediaAdvantages of Social Media

    Get Relevant NewsGet Relevant News

    Allows you to receive curated news from other Allows you to receive curated news from other people in your issue spacepeople in your issue space

    Increase ExposureIncrease Exposure

    Gives you easy access to new networks of people Gives you easy access to new networks of people through sharingthrough sharing

    Generate Conversation & FeedbackGenerate Conversation & Feedback

    Allows two-way conversationsAllows two-way conversations

  • Caveats of Social MediaCaveats of Social Media

    Can take a lot of timeCan take a lot of time

    Time = MoneyTime = Money

    Big corporations want your dataBig corporations want your data

    You are the productYou are the product

    There are a billion toolsThere are a billion tools

    It can take time to figure out which ones you needIt can take time to figure out which ones you need

    Tools change EVERY. SINGLE. DAYTools change EVERY. SINGLE. DAY

    You have to keep upYou have to keep up

  • Limitations of Online OrganizingLimitations of Online Organizing

    Digital DividesDigital Divides

    Never forget who is left out by “e” strategiesNever forget who is left out by “e” strategies

    Trust relationships are best built in personTrust relationships are best built in person

    Online organizing is most effective when it Online organizing is most effective when it leverages established social networks and leverages established social networks and communitiescommunities

    Each community and campaign is differentEach community and campaign is different

    Your mileage will varyYour mileage will vary

  • Social Media HousekeepingSocial Media Housekeeping

    Lock down your virtual real estateLock down your virtual real estate

    Reserve any accounts you could envision using now Reserve any accounts you could envision using now or in the futureor in the future

    Facebook, Twitter, YouTube, FlickrFacebook, Twitter, YouTube, Flickr

    Set them up to look like a familySet them up to look like a family

    Strive for name consistency, usually an Strive for name consistency, usually an organizational domain nameorganizational domain name

  • But What Tool is Right for Me?But What Tool is Right for Me?

    It depends...It depends...

    Who are you trying to reach?Who are you trying to reach?

    Where do they hang out online?Where do they hang out online?

    It also depends...It also depends...

    What are you trying to get done?What are you trying to get done?

    What value or benefit can you offer?What value or benefit can you offer?

    Overall you need to think through how you're using Overall you need to think through how you're using your limited resources to support the work of your your limited resources to support the work of your organizationorganization

  • Audience ExerciseAudience Exercise

    Who are your top three audiences online?Who are your top three audiences online?

  • What are your goals?What are your goals?

    MeasurableMeasurable

    What does success look like?What does success look like?

    Tool-AgnosticTool-Agnostic

    Make sure your communications plan stays in tact when Make sure your communications plan stays in tact when the tool you're using fails youthe tool you're using fails you

    Tool

    Goal Goal Tool Tool

    VSVS Goal

  • G o

    al

    Tool Agnostic?Tool Agnostic?

    Goal

    Tool Tool

    Tool

    Goal Goal

    Goal

    Tool

    Go al

  • Example GoalsExample Goals

    Goal Measurability What does success look like? Tools

    Increase donations through online efforts

     Can ask people how they heard

     Track referring link of Donation Thank You page

    50 new donators coming from online efforts

     Web Site  Facebook

    Increase attendees at annual event through online efforts

     Compare this year's attendance to last year's

     Have a “How'd You Hear” place on registration

    10% increase in attendance from last year

     Twitter  Texting

  • Bottom LineBottom Line

    Online tools aren't a magic bulletOnline tools aren't a magic bullet

    You need:You need:

    An measurable goalAn measurable goal

    A compelling messageA compelling message

    Effective tactics to realize your goalEffective tactics to realize your goal

    A plan for engaging supporters and well-defined ways for A plan for engaging supporters and well-defined ways for them to plug inthem to plug in

    eAdvocacy is more about organizing and organizational eAdvocacy is more about organizing and organizational challenges than tech challengeschallenges than tech challenges

  • Aspiration's eAdvocacy InitiativeAspiration's eAdvocacy Initiative

    ►Goal: Organizational self-sufficiency onlineGoal: Organizational self-sufficiency online

    ►eAdvocacy capacity-building trainingseAdvocacy capacity-building trainings

    ►Social Source CommonsSocial Source Commons  http://socialsourcecommons.orghttp://socialsourcecommons.org

     Inventory of available toolsInventory of available tools

    ►SSC BlogSSC Blog  http://blog.socialsourcecommons.orghttp://blog.socialsourcecommons.org

  • 4 Processes for Sustainability4 Processes for Sustainability

    Goals & Audience AssessmentGoals & Audience Assessment

     Do you know who you're talking to?Do you know who you're talking to?

    Publishing MatrixPublishing Matrix

     Do you have a model for when to u